Jeroen Van Sermondt: Leading LFE’s Wine Buying with Passion and Expertise
Meet Jeroen Van Sermondt, a dedicated wine professional who has been with LFE, our distribution partner and one of the top wine importers in the Netherlands, since 2006. With a strong international trade and commercial economics background, Jeroen has risen through the ranks at LFE, serving as the leader of the Buying Team.
Jeroen’s journey into the wine industry began during his master’s thesis in commercial economics. In the summer of 2006, he seized an opportunity at LFE as a merchandiser. Over the years, he has held various roles, including Export Manager, Key Account Manager, Business/Product Developer, and Senior Buyer. Jeroen’s dedication to wine is evident in his pursuit of several wine certifications, most notably his Wine &Spirit Education Trust Level 3 diploma.
Founded in 1968, LFE is prominent in the Dutch wine market. Major retailers consistently recognize it as the top partner in the off-trade market. With three main business tiers—off-trade, on-trade, and online B2C—LFE offers a comprehensive range of wines. As a French wine giant Castel Groupe subsidiary, LFE imports, distributes and produces wines.
As Team Leader for the buying department, Jeroen oversees a collaborative team supporting all three LFE operations tiers. With the Senior Buyers, his role is to maintain relationships with partners, negotiate terms, and ensure the quality of the wine assortment. The supply chain and logistics teams manage forecasting, ordering, and distribution.
With a deep knowledge of the Dutch wine market, Jeroen identifies significant opportunities in the on-trade and off-trade sectors. The on-trade market is trending towards more sustainable, local European wines, with a growing demand for superior offerings. “We acknowledge an increased demand for premium wines,” states Jeroen. “Consumption is decreasing in our market, but the willingness to drink better is becoming bigger in the GenZ generation and the older/established wine drinkers.” The off-trade market shows a consumer preference for well-known wines, with an inclination towards quality over quantity. Burgundy wines, known for their value and quality, fit well into this landscape, particularly premium reds like Burgundy Pinot Noir.
Adding Château de Pommard filled a crucial gap in the distributor’s Burgundy portfolio, especially for the on-trade activity. LFE works with various partners, from bistros to Michelin-starred restaurants, that the team selects with great care to align with the different brand’s positioning. He adds: “When it comes to Château de Pommard, we work with aligned and special partners that distribute the wines to the final consumer. All with the love and passion that these wines deserve.”
Looking ahead, Jeroen sees government restrictions, health campaigns, and declining consumption as significant threats to the wine industry in 2024. Over the next decade, he anticipates meaningful changes such as plastic waste reduction, ingredient declarations, and production innovations. These developments will keep the wine category relevant to Gen Z and Millennials.
Jeroen Van Sermondt’s journey at LFE is a testament to how passion and expertise combined can create a remarkable career path. His strategic vision and dedication to quality contribute to LFE’s success, ensuring that it remains at the forefront of the Dutch wine market.
